Let’s suppose that a customer has arrived at an online store of one of the brands and roamed between the pages of the different categories and then chose one of the goods from the sea of options offered. By then the moment of truth has come to display a product page that is great enough to drive a customer to increase your profits. You must make sure that the page does not contain too little or too much information. This post lists 14 best practices for displaying products in any online store.
The picture tells about 1000 words, which is what applies to the product pages. Let’s agree on a point; The image on the product page is as the hero in the action movie and the lead singer in the band. Images should be attractive to buy, zoom in and out, appear as soon as you get to the page, and in high quality. These criteria take on added importance when images are part of the buying decision process. The use of large product images has worked for companies such as Hyundai Holland, where the addition of a visual site optimizer to conduct multivariate tests has increased test drive requests by 62%. For small sized products don’t forget to prepare clear images for them. The image below may be one of the smallest product images ever.
DueMaternity achieved a 27% increase in sales when using product images that can be viewed from all angles compared to the same 2D images. As for Golfsmith.com, the percentage reached from 10% to 40%. Read also: 10 tips for customer service through social media and the website
If the image is the lead singer of the group, the call to action icons (CTA) are the lead vocalist. Icons can carry phrases such as “Add to cart” or “Buy now” or any phrase appropriate to the task performed by the icon. It is important for these icons to be easy to notice and motivate decision-making.
Try different versions of the icons until you find the most suitable one, which can help you increase sales by 6.3%, as happened with RIPT Apparel.
After the customer determines what he wants to buy, all he needs now is a reassuring gesture that dealing with your online store is one hundred percent safe. Any note or slogan related to safe transactions will be enough to reassure the customer and push him to complete the purchase process. For example, the British Express Watches site for selling watches, where they replaced the phrase “unbeatable prices” with “an authorized distributor of the Japanese brand Seiko” which led to an increase in sales by 107% .
It is scientifically proven that people pay more for what is scarce or on the verge of being sold out, which is what airlines do to sell their latest flight tickets. The secret of this method is that it does not give the customer much time to think as he can lose the deal forever. Make sure to give them a sense of urgency so you can hurry them to buy. The wheel could be because today is the last day of the discount, the last 2 hours for free shipping, or the last 3 items in stock.
Remember that displaying merchandise on an online store does not allow customers to touch or try the merchandise, so it is a good idea to use explanatory videos to show all the features of the merchandise. The presence of an explanatory video will facilitate a lot of explanation, especially for goods with complex installation or use. Zappos sales increased from 6% to 30% using this method. Likewise, Stacks and Stacks found that people who watch merchandise videos have a 144% chance of adding the product to the cart. Read also: 7 tips for launching a successful online store
If you’re offering big discounts, show them the difference between the old and the new price. If you don’t offer discounts, you can still view a percentage of what they will save if they choose to buy from your online store so you can avoid losing them by leaving your site to compare prices with another online store. As an added point, be sure to display the price comparison next to the purchase icons as cluttering information will help the customer to get distracted.
If you lose the stock of a merchandise, do not wait until the customer reaches the checkout page to inform him of this and to avoid anger and insults. The product page must contain an explicit note whether the product is left over or not at all. Having noticed that the product is not available, the customer will quickly make the decision to move to search for an alternative product. But if you wait for the time to fill in the bank card data, the customer will most likely leave the cart and move to another online store.
If you have the opinions of your previous customers, there is no harm in showing them off on the linked product pages. According to a study associated with iPerceptions, 61% of shoppers look at customer reviews before purchasing any item, and 63% of customers prefer shopping in online stores that display customer reviews. The importance of opinions does not mean giving them priority, as it is enough to add them at the bottom of the page for each product. Therefore, you can content yourself with a rating icon at the bottom of the images (the number of stars out of five, for example) and the rating texts at the end of the page.
Do not limit product descriptions to pure product information. Of course, you must tell the customer about the type of fabric, the size and the design, but try to make the style understandable to all segments of the target customers. Try to avoid using manufacturers’ explanations and design your own versions that will get better with time. Read also: A comprehensive report on Black Friday in Egypt 2019
Encourage visitors to publish your merchandise pages on social media platforms by providing post icons for these platforms or use a fee for each post such as a discount or free product.
You may think that your online store provides a good user experience with answers to the most common questions, but it is possible that a customer may have a question that did not occur to you, so there is no harm in having a direct talk with the technical department of the online store. According to a BoldChat report study, 65% of online shoppers use live chat, compared to 50% in 2009.
Ensure that shipping terms and prices are clear to customers. Most often, customers seek to get their goods without adding the value of the freight. If your policy requires that the customer pay the value of the freight, you should make this point clear from the beginning instead of losing the customer and the cart at the point of payment. One study says that 43% of online shoppers in the USA abandon their carts due to the high cost of shipping. The same should be followed for the return policy. Is it possible to return the goods within 10 days, or months or is the return not acceptable at all? This point must be clarified.
With pictures, video tutorials, explanations, and live chat, product pages can get very crowded. You must ensure that the site takes a reasonable time for the visitor to load. A recent QuBit study found that 3.50 seconds is a poor home page load rate while merchandise pages take twice as long. So you must make sure that time does not take away the customers from your hands.